What If Your Dealership’s Marketing Ran Like Your Service Department?
Let’s imagine for a moment that your marketing department operated like your service department.
You’d have:
Clear intake forms
A diagnostic process
Specialized tools for different problems
A trained team that works in sync
Follow-up reminders to keep people coming back
Now… how’s your actual marketing looking?
If you’re like most small to mid-sized dealerships, it’s more likely:
One person doing 12 jobs
A few ad-hoc social posts when there’s a sale
Random TikToks made by a bored sales rep
A dusty email list you’re not even sure is legal
Marketing often becomes the one part of the business that doesn’t run like a business. And in a highly competitive industry like auto—where margins are tighter and audiences are savvier—that’s a missed opportunity.
The Service Department mentality
Here’s what your service team does well:
They know the customer. Service advisors build trust, recommend only what’s needed, and don’t rush the sell.
They follow a process. Intake, diagnosis, quote, repair, pickup, follow-up.
They keep customers coming back. You’ve probably got great retention on oil changes, tire swaps, and inspections.
Your marketing strategy should work the same way. It’s not just about flashy promotions—it’s about creating trust, being consistent, and turning one-time buyers into long-term customers.
Marketing that works like a well-oiled shop
You wouldn’t let your techs just “wing it” with every car that rolls in. So why do that with your marketing?
Here’s what a strong marketing operation includes:
Intake: Know your audience segments (e.g., new buyers, leaseholders, parents, commuters)
Diagnosis: Review your analytics. What’s working? What isn’t?
Service Plan: Build a content and campaign strategy based on real goals.
Execution: Design, copywriting, video, ads carried out consistently by a qualified team.
Follow-Up: Email sequences, re-marketing ads, referral programs.
And no, you don’t need to hire five people to do this. That’s where fractional marketing teams come in (more on that another day).
A quick note on ROI
Here’s something we always tell clients:
Marketing is an investment, not a lottery ticket.
You don’t change the oil once and expect the car to run forever. One ad won’t sell 10 cars overnight. But consistent, smart marketing keeps you top of mind, builds credibility, and shows up when the customer is finally ready (even if they weren’t ready today).
The payoff is real, but it comes from playing the long game.
Some dealerships still market like it’s 2012
We get it. Selling cars used to be simpler.
But in 2026, you're not just competing on price—you’re competing on brand, reputation, customer experience, and online presence. A family shopping for their next SUV isn't just checking the inventory, they're checking your Google reviews, your TikTok, your Facebook comments, your website speed, your trade-in tool, and your service specials.
If you don’t control the full experience, someone else will.
The takeaway?
Run your marketing with the same operational excellence as your service department.
Be responsive
Be proactive
Build trust
Keep people coming back
Your brand depends on it.
Want to see what a bolt-on marketing department looks like in action?